Facebook users play a social game, like "FarmVille" or "Friends
For Sale." They get addicted to it. Eager to accelerate their
progress inside the game, the gamers buy "virtual goods" such as
a machine gun for "Mafia Wars." But these gamers don't buy these
virtual goods with real money. They use virtual currency.

The gamers get virtual currency three ways:

Winning it playing the games

Paying for it with real money

By accepting offers from third-parties -- usually companies
like online movie rentals service Netflix -- who agree to give
the gamer virtual currency so long as that gamer agrees to try a
product or service. This is done through an "offers" provider --
a middleman that brings the companies like Netflix, the Facebook
gamemakers, and the Facebook gamemaker's users together.

It's this third method that an anti-reform group called "Get
Health Reform Right" is using to pay gamers virtual currency for
their support.

Instead of asking the gamers to try a product the way Netflix
would, "Get Health Reform Right" requires gamers to take a
survey, which, upon completion, automatically sends the following
email to their Congressional Rep:

"I am concerned a new government plan could cause me to lose the
employer coverage I have today. More government bureaucracy will
only create more problems, not solve the ones we have."

OMGPOP CEO Dan Porter spotted the survey
and took a screenshot for us. (Click on the image at the right to
expand it.)

What is this practice called?

Paying people to act like political supporters is called
"astroturfing," because its fake grass-roots campaigning. So
maybe this should be called Virtual astroturfing.
Virtual-turfing? Astroturfing 2.0?

Who are the people behind this?

Get Health Reform Right describes itself as a "project of
organizations whose shared mission is to ensure consumers
continue to have access to employer-sponsored healthcare plans."

We are concerned about federal legislation that would
create new government bureaucracies that would unravel the
workplace healthcare system where more than 160 million people
get their coverage.

Under the "Who We Are" tab on GetHealthReformRight.org, the
following organizations are listed:

Who are the gamers filling out the survey and sending
emails to Congress?

Facebook gamers tend to fall into two groups: women in their 30s
and 40s and teenagers of both sexes.

Is this legal?

Astroturfing, which involves real money, is not illegal, We can't
imagine virtual curreny astroturfing would be illegal either.
Whether or not it's ethical is a different question.

Who is profiting from this?

According to OMGPOP CEO Dan Porter, the middleman facilitating
this transaction in multiple Facebook games is called Gambit. Up
until a few weeks ago, these games included big hits like Zynga's
Mafia Wars and FarmVille. Zynga has since removed all offers from
its games. On its Web site, Gambit says its clients include:

OMGPOP CEO Dan Porter tells us
it's most likely the case that Get Health Care Reform agreed to
pay an ad agency for every letter-writer it recruited. Dan
supposes it was this third-party that bundled the above survey
with several others and submitted it into Gambit's offer network.

Update:
We reached out to Gambit
CEO Noah Kagan for clarification. He told us:

"It's not that Dan is wrong. But we don't run hot political
issues. You don't have any evidence that this is from Gambit. We
don't condone this in our system. Sometimes stuff does happen,
but we've been very proactive in making sure that there's not
negative offers in our system."

To this, Dan replied:

"My point all along had little to do with the Gambit platform. We
are testing it in house and will deploy it and it has controls
for how conservative a partner wants to be. I wouldn't use them
if I didn't think it would provide value for our users in a safe
way. Gambit and every other offers company simply bundle in
offers from outside vendors. The primary distributers of this
fake activism are companies you will never know, like
webclients.net doing business under eltpath.com. [They]
distribute this stuff to sources all over the web from from
freecomputer4u to sweepstakes promotions to offer providers."

The response from Get Health Care Reform:

We've also contacted Get Health Care Reform using an email
address listed on their Web site. We received the following
message back:

Google tried to deliver your message, but it was rejected by the
recipient domain. We recommend contacting the other email
provider for further information about the cause of this error.
The error that the other server returned was: 553 553 sorry, that
domain isn't in my list of allowed rcpthosts (#5.7.1) (state 14).